By Michael McKean, The Knowland
Group, August 23, 2010
Once you know who your potential clients are, then you can begin to
develop strategies on how best to attack that universe. Plot your course
wisely. Decide things like:
Which pieces of business you want to go after
Which should be targeted first
What your sales pitch is for each
What your pricing strategy will be
Before you can implement your sales campaigns, you must study your leads
to determine which are the most valuable or viable and how best to approach
and interest them in your property. The quickest and easiest way to go
about this is with an advanced lead generation tool that includes detailed
profiles and booking histories of each group. With this crucial information,
sales pitches become easy.
Before executing a strategy, a hotel director of sales (DOS) must decide
on the logistics of the sales plan:
Who will do what?
Will some people contact different types of leads?
Do you assign your best salesperson to contact the most profitable businesses?
How can you best leverage your junior people?
Ensuring your sales plan is well thought out will help ensure that it is
well executed. Using true SFA and meetings management tools like Knowland’s
to develop the entire sales plan from start to finish will yield
maximum productivity. Campaigns can be automatically configured to auto-assign
leads to selected managers based on easily defined criteria. Designate
a starting and ending date as well as expected response and revenue so
your sales team has quantified goals to drive their efforts. By creating
a sound and detailed strategy, you are building the foundation for successful
Look for the next in this five-part series on business development,
“Step Three: Execute.” In the meantime, learn more by contacting the Knowland
Group at 410.860.2270, online at www.KnowlandGroup.com,
or on Twitter @KnowlandGroup.
About The Knowland Group
The Knowland Group is a proven innovator, developing intuitive marketing
products and services that streamline and support event and group sales
in the hospitality industry. The company, headquartered in McLean, VA,
serves over 2,000 hotel clients and 17,000 users globally. Recently featured
on the Inc. Fast 500 List, The Knowland Group is the second fastest growing
company in the travel industry. For more information, visit www.KnowlandGroup.com,
call 410-860-2270 or follow us on Twitter @KnowlandGroup.
About the Author
McKean is the CEO and Director of New Product Development for The Knowland
Group. He is a hotel business development and group sales expert and regular
columnist for Hotel Business Review and Hotel News Now. Contact him at
or on Twitter @MikeAtKnowland.